A survey of methods used by the Kenya tourist board in marketing adventure tourism in the Mount Kenya region
Makunyi, Wambui Esther
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This study examined the methods used by the Kenya Tourist Board in marketing adventure tourism in the Mount Kenya region. The study used descriptive survey design in which data was collected using both open and close-ended questionnaires and interviews. The questionnaire was administered to 120 tourists selected using stratified random sampling in order to capture their socio-demographic profiles. Questionnaires were also administered to 13 camp sites and 20 tour operators to obtain information on the methods of marketing of adventure tourism in the study area. An interview schedule was used to obtain information from the senior management of the Kenya Tourist Board. The data was analyzed using descriptive and inferential statistics. The research findings indicate that the study area has a lot of potential for adventure tourism. A significant majority of the tourists (91.2%) interviewed stated that the region has potential for adventure tourism. The Null hypothesis that there is no significant difference between the number of visitors attracted to the study area by its potential for hard adventure tourism activities and those attracted by its soft adventure tourism activities was rejected and the alternative hypothesis was accepted. It was also revealed that the Kenya Tourist Board did not play a major role in the marketing of adventure tourism in the area. The study found out that majority of tourists (83%) obtained information about adventure tourism in the region from tour operators, travel agents and campsite owners. The Null hypothesis that there is no significant difference between the frequency of visits by tourists obtaining information from Kenya Tourist Board and those with alternative sources of information was rejected and the alternative one accepted. The Chi-square test established that there was no difference between the methods of marketing used by the Kenya Tourist Board and those of other marketing organizations. Student's t test revealed that there was a significant relationship between the level of education of tourists and their frequency of visit in the area. This study recommends that the Kenya Tourist Board should find ways of raising adequate funds for marketing the region. It should also improve its website to include accurate and relevant information on adventure tourism in order to gain competitive edge over its rivals. Furthermore, there is need for further research on tourists' preferences regarding the type of activities at camp sites and their attitudes towards adventure tourism facilities and services offered.